Porsche rolls out ski club campaign

The luxury car manufacturer launches an out-of-home promotional push at a selection of Ontario's private ski clubs to remind its target audience that Porsches aren't just for summer play.

Skiers, snowboarders and après-ski aficionados at private ski clubs in Ontario’s Collingwood area will see not only white slopes in front of them this weekend, but a range of new Porsche vehicles as well.

The manufacturer is reaching out to its target market of affluent, educated males with a OOH promotional push for alternate special event dates at Devil’s Glen, Osler Bluff, Alpine and Caledon ski clubs starting on the Jan. 28 weekend and ending Feb. 12.

The goal is to not only promote the new vehicles to the target audience in their place of play, but to remind potential buyers that Porsche is more than just a summer car, Jasmin Rawlinson, marketing director, Porsche Canada, tells MiC.

‘We wanted to create awareness that Porsche vehicles are designed and engineered for Canadian winter driving conditions,’ she says. ‘We were looking for lifestyle venues that could provide qualified prospects not familiar with the all-season capabilities of Porsche vehicles.’

Each model will be outfitted with winter wheel/tire packages, roof racks and cold weather gear, and Porsche Sport Driving School instructor and racing driver Jonathan Urlin will be on hand to offer club-going prospects short test drives. Porsche merchandise and incentives to test drive a car at a local GTA dealership will also be given away at each site.

‘We also wanted to book test drives and generate sales at dealer locations in the GTA,’ she says. ‘Investigating strategic lifestyle partnerships is a way to deliver targeted, motivated, qualified prospects.’

Rawlinson says this weekend’s activities are an extension of the successful ‘Winter Sports’ campaign that was launched in October with print advertising in newspapers – primarily the Globe and Mail – and lifestyle magazines including Sharp, FQ, Men’s Health, Advisor’s Edge and the French- and English-language editions of Golf Canada.

‘We wanted to transform the ‘Winter Sports’ concept, that was launched with a microsite, to life,’ says Rawlinson. ‘A few possibilities were explored and we felt this was the best one for our GTA Porsche Centres. We enjoyed success in generating a number of sales, visits to our websites and live feedback.’

Carlson Marketing assisted in planning the event.